Poor email practices lead to customer attrition

We've known it all along — but a recent study by Quris has confirmed — that customers in effect really do take Roger Ebert's "Boulder pledge" and boycott companies with poor email practices.

The survey of 1,691 respondents found that email is an effective medium to drive revenues and differentiate brand — of those surveyed over 57 percent had made purchases as a result of email. However, echoing the words of Innovyx CEO David Townsend, Quris describe email as a double-edged sword capable of losing opportunities and damaging your brand.

80% of respondents said they had stopped reading emails that they signed up for because of irrelevent content and 45% said that there is at least one company that they had cased doing business with due to their poor email marketing practices.

In "Permission Management in Email Marketing" David Townsend explains the double-edged sword that is email marketing; lays out the golden rule of successful email marketing; guidelines for "good guys" to, in usenet speak, DTRT (do the right thing); and the spam test to tell if you're meeting the industry best practices. Request this perspective…

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